Bonjour, Hallo, Ciao, Hola & Namaste: Pioneering the Elizabeth Line's Multilingual Welcome

Client: Transport for London (TfL) - Elizabeth Line

‘Data’. It’s amazing. Media agencies can do wonderful things with it, but it can also be pretty complicated. So, it’s not every day that we get to talk about using data to make things simpler, and that’s exactly what this entry is about.

This is the story of how we used data to help TfL tell travellers arriving from all over the world about the ease and convenience of the new Elizabeth Line service from Heathrow Terminal 5. Real-time train data, live flight data, hundreds of flight arrivals, and thousands of creative variations in five different languages, all in the space of a few hundred square feet. We could talk here about dynamic creative, real-time data, or data synthesis – all very impressive. But really, this is a great example of an audience-focused use of data to create a really effective campaign, because the way we used data made the campaign more relevant and the messaging more useful. It doesn’t sound simple, yet the result was beautiful simplicity for millions of travellers – because it literally spoke their language.